As thought was being given to the new visual identity, wok was carried out on the brand personality that would drive it. The four personality traits that were most suited to the BenQ brand aspirations were:
- Vivid
- Original
- Enjoyable
- Genuine
According to Wang, a brand can be likened to a person. A person has values, a sense of mission. But without style, there is a problem. Style comes from the influence of values on behavior and personality. If a brand is to be humanized so that people can like it, then the personality is very important
The brand personality reminded BenQ that, like a person, a brand should be organic, and the visual identity was created on the basis of this concept.
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